To mark PlayStation’s 30th anniversary, we launched a boundless and inclusive Japan-based campaign that honored not the brand’s history, but the unforgettable memories of players. Project: MEMORY CARD was a campaign to co-create entertainment with communities and celebrities, powered by shared memories of play. The campaign began by inviting players to share their #MemoryOfPlay. With over 26,000 posts, we partnered with YOASOBI to turn these authentic memories into an original anthem titled “PLAYERS,” which inspired a branded entertainment film starring Japan’s top gaming influencers: VTuber Usada Pekora, game streamer Kiyo, and actor Nanase Nishino. By uniting diverse audiences and fandoms around a shared love of play, the collaborative journey driven by a chain of inspiration succeeded in creating a memorable cultural moment and positioned PlayStation as the best place to play, where creativity and community intersect in always unexpected ways, inspiring a new wave of shared memories of play.